Sky and C4 extend and expand partnership

Sky and Channel 4 have announced an extension to their partnership covering live sport, advertising and on-demand content.

The deal means Channel 4 will continue to offer free-to-air F1 highlights as well as live coverage of the British Grand Prix.

Sky and Virgin Media households will see targeted advertising on Channel 4 linear channels, with Sky's AdSmart technology being deployed as part of the deal. AdSmart allows regular broadcast adverts to be substituted in real time with adverts deemed more relevant to the viewer.

Sky and Now TV will gain access to an expanded range of on-demand content from All4 as part of a multi-year carriage deal renewal that secures Channel 4 services on Sky.

All4 will offer Sky customers "All4 Exclusive", as part of an offer which will have more box sets than ever before and extending access to Walter Presents series.

The partnership deal builds on the two broadcaster's previous agreement announced last year, which enabled Channel 4 to retain some Formula 1 coverage this season.

Alex Mahon, Chief Executive, Channel 4 said: 
This landmark new partnership with Sky is a fantastic example of how broadcasters can work together to extend the reach of our content and innovate for the benefit of both viewers and advertisers. I’m particularly thrilled that we are extending our collaboration with Sky on Formula 1, which secures highlights of all races and live coverage of the British Grand Prix on free-to-air television.

Stephen van Rooyen, CEO UK and Ireland, Sky said: 
We’ve long thought that collaboration benefits both consumers and the industry - today’s news does exactly that. Together, Sky and Channel 4 will connect their viewers to more of the content they love, while bringing brands better ways to reach audiences. We look forward to working even more closely with Channel 4 and, we hope, other British broadcasters to bring more innovation and content to consumers over the coming years.